Introduction:
Started in 2008, with only 25 pairs of pants and 15,000 thousand dollars, Outlier steadily
grew into a globally recognized apparel company with sales reaching 2.7 million dollars
last year (Upbin, 2013). The main reason behind their success is the significant
emphasis on fabric. Outlier uses only the highest quality modern synthetic performance
fabrics for their line of formal and casual apparel. Outlier seems to have built, along with
a handful of other companies at varying price levels, a niche market for high quality
sportswear infused â&#x20AC;&#x2DC;performance menswearâ&#x20AC;&#x2122; (Upbin, 2013). Outlier choices fabric that

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provides the performance and function of sportswear and active-wear, and refines them
into chic minimal designs perfect for business and casual wear.

Fabric Development:
The specific fabric this paper focuses on is the work cloth doubleweave
canvas used in their slim dungaree model. To grasp a better understanding behind the
development of that specific textile; it is essential to examine the construction of their
original 4season doubleweave fabric used in their original product, the OG pant. The
concept behind the OG Pant was a ride-to-work pant that could act as a synthetic super
version of the classic wool or cotton twill trousers (Upbin, 2013). By using high quality
technical fabrics the pants could withstand the continuous motions of cycling during daily
commutes without deteriorating completely within months of constant wear.
The 4season fabric uses highly durable nylon yarns on the exterior and doublecloth weaves the material with loosely woven soft polyester on the interior. This creates
a double-faced fabric that provides extremely dense 6 by 6 yarns on the outside woven
with much softer polyester fibers on the inside the pants giving a soft hand (Core77,
2012). The fabric is constructed using 80 percent nylon, 10 percent polyester, and 10
percent elastane weighing in at less than 9 ounces (Outlier.cc, 2013). The elastane is
used in both the warp and the weft fibers creating an extremely durable and flexible 4
way stretch (Upbin, 2013). Schoeller AG, one of the world’s most advanced textile mills
based in Switzerland, developed the fabric and is largely employed by companies
amongst the ‘performance menswear’ sector (Upbin, 2013). Schoeller AG continues to
supply Outlier with fabrics used to manufacture a full line of shirting, outerwear, and
accessories (Outlier.cc, 2013).

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4Season Doubleweave Fabric
Source: Outlier.ccc, 2013

Fabric Characteristics & Serviceability:
Outlier established the 4season doubleweave nylon-polyester blend and entered
the market with their only product, the OG pant. Outlier had developed a pant with the
aesthetic of a traditional dress chino yet containing elements commonly used in skiwear
(Upbin, 2013). As Outlier’s product diversified into shirting and outwear, the design team
at Outlier set out to produce a casual pant inspired by denim that would be both
comfortable and durable. Denim has been popular for over a century due to its ability to
be durable, comfortable, and provide a beautiful aesthetic. However the cotton used in
jeans posed many limitations including its inevitable deterioration from constant motion
giving many individuals a ‘crotch blowout’. In addition, cotton denim has little resistance
towards water, stays wet for an extended period of time, and easily collects dirt (Core77,
2012).
Outlier recognized denim’s weaknesses, and knew the incorporation of synthetic
fabric could help to create a stronger, lighter, and more durable pair of casual pants. The
development of the slim dunagree model required a shift towards a double-cloth weave
that utilized canvas structure as opposed to twill. A canvas weave provides much more
density and structure to a pant, giving it more of a ‘break’ then ‘drape’, similar to the
aesthetic of denim fabric (Core77, 2012). Outlier deemed the new textile their ‘work cloth

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doubleweave canvas’ and is constructed with 82 percent Cordura grade nylon fibres on
the outer face, 16 percent polyester on the interior, and only 2 percent elastane providing
a two way stretch (Outlier.cc, 2013). The increase in nylon provides the structure and
depth of denim, while a higher percent of polyester on the interior provides a feel similar
to a sweat pant. The work cloth doubleweave canvas is Outlier’s heaviest fabric,
weighing in at just less then 10 ounces (Outlier.cc, 2013), however is a more durable
fabric then denim, which tend to weigh on average 12 to 14 ounces.

Work Cloth Doubleweave Canvas
Nanosphere

Source: Outlier.cc, 2013

the patented

Outlier provides a
finish to their fabrics, which is
proprietary of Schoeller AG

textiles, that works on a nano level attaching to the fibers within the fabric and
generating a ‘self-cleaning’ surface (Core77, 2013). The surface of the doubleweave
canvas is able to self clean due to its resemblance to the surface of a lotus leaf. The
fabric provides maximum breathability while offering a 3D structure that remains highly
resistance to water and dirt (Core77, 2013).

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Nanosphere Treatment
Source: Core77.com, 2012

Product Positioning and Target Consumer:
Outlier’s success is their ability to use the most modern fabrics, put tremendous
testing and consideration in their designs, and still offer a reasonably priced product.
Outlier’s full line ranges in price from merino socks at 22 dollars per pair to 600 dollars
for a soft merino core bomber style outerwear (Outlier.cc, 2013). Outlier utilizes the
keystone method of pricing; distributing their product exclusively online. Abe Burmeister,
co-founder of Outlier, intentionally kept the price of Outlier’s first pant under 200 dollars
to compete within the bridge price point of higher quality denim and trousers (Fawkes,
2012). Outlier’s current slim dunagree model aims to provide a better alternative to
denim at the reasonable cost of 198 dollars. The company does no traditional form of
advertising and continues to strive, not to merely gain profits, but to design garments
with performance fabrics that consumers will respect. Outlier demonstrates the
company’s hypothesis that a well design product will sell itself (Fawkes, 2012)

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OG Pant ($240), Soft Core Bomber ($600), OG Blazer ($550)
Source: Outlier.cc, 2013
When examining the target customer from a psychographic perspective, it is
easy to identify several consumer profiles, based off the traditional values and lifestyle
model, which would respond to Outlier’s product. The consumer profile of ‘innovator’
describes purchasing habits that demonstrate a reflection of taste and responds to
upscale niche products (Keiser & Gardner, 2012). The ‘innovator’ profile would be
attracted by product’s use of the most modern materials and the appeal of domestic
manufacturing. The consumer profile of ‘experiencer’, whose buying habits act as a form
of self-expression, would also respect Outlier’s ability to produce apparel that would
complement their physically active lifestyles revolving around sports and outdoor
activities (Keiser & Gardner, 2012).
Holt Renfrew recently stated in the Globe & Mail (Strauss, 2012) “the [Holt
Renfrew] market segment is growing more attractive to men focusing more on their
appearance in a rocky economy and tough job market”. Outlier offers an extremely high
quality product, manufactured with Swiss fabric in New York, at a bridge level price point
that positions them at a lower price point then most high-end labels. There has been a
backlash within recent years against the shift towards fast and disposable fashion.
Outlier is capitalizing on the recent pendulum swing back to slower fashion designed and
manufactured with craftsmanship and the finest materials (Keiser & Gardner, 2012). If
Outlier were to abandon their online exclusive, keystone method of pricing and sell
wholesale to retail locations, they could provide their products at a higher-end designer
price-point. However, their continued interactive relationship with consumers and ability

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to retain such high quality control over their product implies they will continue to succeed
with their current structure.

Conclusion:
Outlier has revolutionized the way products are designed and sold to consumers
with their ability to use the world’s leading textile mills and distribute online exclusively at
lower price points. Outlier’s original development 4season double-cloth twill weave fabric
used in the OG Pant opened up the possibilities of movement and durability for
consumers. Outlier’s growth and development of the work cloth doubleweave canvas
fabric utilizing Cordura grade nylon and polyester has provided the market with the ’21st
century modern jean’ (Core77, 2012). There truly is no company like Outlier on the
current market that is demonstrating the value of high quality performance fabrics at
such a reasonable price point.